By Kylie Wheeler | Two years ago, my 5-year-old cousin would not let go of the fact that she wanted “Stompeez: The slippers with personality” for Christmas. She saw on TV all the kids jumping up and down with the colorful background, fun animal slippers with the pop up ears as they walked. My cousin was sold on the fact that she must have it immediately. She asked for months to receive these slippers for Christmas. Christmas day arrived and she finally got her hands on Bunny Stompeez, only to have them break after two minutes of walking in them.
Seeing my little cousin cry because of her broken Stompeez, made me realize I was in an ethical dilemma. I have chosen advertising as a career but the advertising industry contributed to my cousin’s despair. Advertisers used the pester power of children to rope my cousin in.
When a child finds something that they want, they will nag and pester their parents until they receive it. Advertisers know this and will do whatever it takes to trigger that reaction.
With the holidays in full swing, advertisers are taking marketing aimed at children on to a whole new level. Neil Izenburg, Editor-in-Chief/Founder of Teenshealth said, “The advertisements we see around the holidays also can help foster unrealistic expectations.”
Don’t get me wrong, I enjoy the concept of advertising, however, when they start twisting the truth to appeal to children, this unsavory technique brings out my feeling of discomfort. These unreal expectations will just leave kids utterly disappointed. Just like how my cousin felt when she tried to wear broken Stompeez.
At the battle of children advertising, Advertisers are winning in stride. With the army of children behind them, they are raking in the money. Elizabeth Moore, Assistant Professor from College of Health Science and School of Nursing said, “Critics assert that it is unfair because children lack the cognitive skills and life experiences needed to resist the persuasive claims” Taking that innocence to make money is dreadful.
“It’s greed,” Raffi Cavoukian said, a child advocate on protecting kids from commercialism. “These companies want to turn America’s kids into sales agents to nag Mom and Dad.”
On the other hand, Scholar Chris Preston argues how it is not unethical and how children learn social skills that will be helpful in the real world. “While children are engrossed in commercials, they learn the social interaction needed in the real world,” Preston said.
I’m not saying not to advertise to children, what I prefer is that advertising aimed towards children would be accurate. If advertisers can utilize the truth behind the product, I say that they should advertise. However, that isn’t the way the world of advertising plays the game. But when I graduate and become a professional advertiser, I’m playing by my rules. I refuse to manipulate children, like my cousin, to make money.
Kylie Wheeler is a Communications in PR and Advertising student.
People Post is an occasional column featuring readers’ commentary, articles from guest writers, and letters to the editor. The views expressed in this column do not necessarily reflect those of the Long Beach Post, nor its editorial staff. To submit an article to People Post, email [email protected].